In classical advertising, media mix is the combination of different advertising media to increase the efficiency of an advertising campaign.
Since one advertising medium alone usually does not optimally cover the predetermined target group, different advertising media are used in advertising campaigns. This can be a mix of magazine advertising, radio advertising and TV advertising, which, according to the target group analysis, cover the target group optimally and efficiently.
Transferred to online advertising, a media mix for an online advertising campaign can consist of banner advertising, advertising in newsletters, affiliates, mapvertising, mailings and other online advertising forms. And in an extended sense, a media mix is the combination of both forms of advertising, online advertising combined with classic advertising media.